Meta Ads Grouping Reports, ChatGPT Conversions, and More

Meta Advertiser Field Notes
Weekly observations from inside Meta ads

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This week’s updates cover a mix of useful reporting additions, early movement from ChatGPT ads, and a couple of new Meta ad creation options that are worth watching.

A new Grouping reporting feature
Conversions campaigns coming to ChatGPT
Instagram Live Video conversion location
Do AI-generated videos deliver?

Let’s get to it…

1. A New Grouping Reporting Feature

Some advertisers are seeing a new Grouping reporting feature in Ads Manager next to the Breakdowns menu.

Grouping is only available when viewing campaigns or ad sets. It allows you to group your available campaigns or ad sets by variables that fall under four different categories:

Ad Settings
Attribution
Budget and Bidding
Business Goals

It’s similar to Breakdowns. But while Breakdowns will break down results for each campaign or ad set, Grouping will group similar campaigns and ad sets by variable.

Ad Settings allows groupings by the following variables:

Campaign Name
Delivery
End Date
Recently Changed
Special Ad Category
Start Date

Attribution allows groupings by the following:

Attribution Setting
Conversion Count
Conversion Event
Conversion Location

While a Breakdown by Attribution would generate separate rows to break down how each attribution setting contributes to an individual campaign or ad set, the Grouping by Attribution will group all ad sets that used the same attribution setting.

Budget and Bidding allows you to group assets by these variables:

Ad Set Spending Limit
Bid Strategy
Budget Scheduling
Budget Strategy
Buying Type

So Meta will group all campaigns or ad sets by the bid strategy used, for example.

And finally, Business Goals allows these groupings:

Evergreen Campaign
Funnel Stage
Objective
Performance Goal

While Objective and Performance Goal are reasonably obvious, Evergreen Campaign and Funnel Stage are particularly interesting. The Evergreen Campaign option will group assets by “Evergreen” and “Not Evergreen,” but I’m not immediately clear how each is determined. Funnel Stage presumably groups by Upper Funnel, Middle Funnel, and Lower Funnel.

I only have this for one lightly used account, so I’m limited on applications. But it’s something to look for.

2. Conversions Campaigns Coming to ChatGPT

I’ve joined the OpenAI Ads Manager Beta for ChatGPT ads. I covered the basics recently, and the takeaway was just that: Basic.

While simplicity is somewhat refreshing, the biggest issue was an inability to optimize for conversions. According to an email I received today, that’s changing.

The most important paragraph:

In early June, we’ll begin offering conversion-optimized campaigns, with early access for customers who set up Pixel or Conversions API in advance. Any account that has conversions set up by Monday, June 1st, will be granted early access by June 5th.

At the moment, you can set up the OpenAI pixel, Conversions API, and conversion events, but the events are only used for tracking. Soon, you’ll be able to direct delivery to focus on these events.

I’ve set up my OpenAI pixel using Google Tag Manager, and it’s mostly set up the way I set up manual tags and triggers for the Meta pixel. The code and events, however, are quite different.

Like the Meta pixel, the OpenAI pixel should appear near the top of the <head> section and fire before event code. Examples of conversion events include…

appointment_scheduled
checkout_started
contents_viewed
custom
items_added
lead_created
order_created
page_viewed
registration_completed
subscription_created
trial_started

If you add your pixel and start sending events by June 1st, you’ll get early access to conversion-optimized campaigns on June 5th.

You can learn more about the technical specifications of the OpenAI pixel, Conversions API, and conversion events here:

3. Instagram Live Video Conversion Location

A couple of weeks ago, I shared how some advertisers were seeing a new Live Video Ad toggle in the ad set.

It’s not clear if Meta’s experimenting with different flows, but that option disappeared for me and was replaced with a new conversion location for Instagram Live Video.

This conversion location can be used with any available performance goal. So you can promote a live video and optimize for purchases, for example.

You then need to choose whether you’re promoting a current live video (if there is one) or an upcoming live video.

Next, you set a start and end date and time to schedule the ads to run at the same time as your live video.

Ad creative is super basic. It will automatically use your live video as the creative, and you only need to provide primary text.

4. Do AI-Generated Videos Deliver?

Meta has been putting resources behind an impressive AI-generated video tool. It allows you to generate video ads based on still images.

I’ve experimented with it quite a bit. While it’s not perfect, it’s getting better, and I’ve even used some of these videos in my ads.

Or at least, so I thought…

I seem to have stumbled on a very annoying bug. I’ve gone through the process of generating videos for multiple ads now. It takes multiple minutes. But when I’ve gone back to look at which videos I created, they no longer appear.

In fact, I still see a “Get Started” button, as if I never created any videos at all.

This isn’t user error. I’ve tried it multiple times now. Generate a video (or multiple videos). Publish the ad. Open the ad, and they briefly appear in the creative tiles at the top right. Then they disappear.

I have no idea if this is just a display error or if the AI-generated videos aren’t saving at all. There’s no way to see for sure.

I assume this could fall under the Image Generation creative breakdown that I had months ago, but that disappeared. So now, I’m just assuming that the videos don’t save.

Have you had this issue?